Issue: March 2006 Issue
Point to Point Communications' dedication to top-notch work fuels success.
â€œ8:34 a.m.: Hurricane Marge changes course. Again.â€œ
Thatâ€™s the lead to one of eight advertisements created by Point to Point Communications (P2P) for Simonton Windows, headquartered in Parkersburg, W. Va., about hurricane-proof windows. The full-page spreads appear in construction magazines and play off the hurricane theme in depicting typical customers, such as Hurricane Marge, a sweet old lady plagued by indecision.
Cleveland-based advertising agency P2P developed its ICE methodology to generate successful marketing strategies for clients, most of whom are in the building products and interior design industries. The ad agency studies three areas, each represented by a letter in the acronym ICE, before building a brand campaign: Influencers (the people who influence product purchases), the Channel through which products go to market and End users.
â€œThrough our ICE methodology, we learned that builders arenâ€™t as concerned with hurricane-proof windows as they are with keeping jobs on schedule,â€œ says Mark Goren, president of P2P.
Approximately three years ago, P2P began specializing in the building marketplace. That focus, coupled with its ICE approach, has been a winner for the company.
Goren founded Point to Point Communications in 1981 as an art studio for a typesetting company. It has evolved to a 20-employee ad agency with about 10 core clients nationwide. â€œWeâ€™ve grown, and itâ€™s not [just] a function of being in Cleveland,â€œ says Goren. â€œWeâ€™re going to cities across the country and pitching ourselves.â€œ
While Goren runs P2Pâ€™s accounting and new business potentials, Mike Hudock, who joined the company three years ago, oversees the creative side.
Goren and Hudock are quick to credit P2Pâ€™s employees, about half of whom handle creative work, for the companyâ€™s achievements. And it has many.
P2P earned recognition in 2004 and 2005 from the American Advertising Federation, sponsors of the prestigious ADDY Awards honoring creative excellence in advertising. Last year, P2P received gold trophies for a poster for United Way of Greater Cleveland and a guerilla marketing campaign for The Cleveland Free Clinic.
While the awards are nice, Hudock says, â€œWeâ€™re not an award-driven agency. Weâ€™re a work-driven agency, and great work delivers great results.â€œ P2Pâ€™s work covers the gamut of advertising mediums, from print to the Internet. â€œWeâ€™re comfortable in any medium as long as that medium effectively reaches its audience,â€œ says Goren. â€œTo simplify it, we develop strategies and create messages to deliver those strategies.â€œ
Selecting the ideal delivery method is a challenge in todayâ€™s marketplace. â€œAdvertising has fundamentally changed,â€œ says Goren. â€œThere is no Holy Grail for a medium.â€œ
For The Cleveland Free Clinic campaign, P2P designed a brochure with a donation card. The front reads â€œPeople Cannot be Thrown Awayâ€œ and depicts an image of a crumbled black-and-white photo of a personâ€™s face.
Point to Point Communications has a five-year growth plan, although Goren and Hudock are tight-lipped about the details. They will continue to concentrate on the building products niche and gradually add others to their repertoire. â€œThe days of being a generalized ad agency are done,â€œ says Goren.
The agencyâ€™s growth hinges on finding the right employees. â€œOur biggest challenge, now and forever, is going to be talent,â€œ says Goren. â€œWith talent, you can do anything.â€œ P2P has added a handful of new staff members in the past year or so, attracting creative employees from Minnesota and Oklahoma, as well as native Northeast Ohioans.
â€œGood creative is the way to build companies, and in our industry, thereâ€™s way too much â€™averageâ€™ out there,â€œ says Hudock.
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